This document discusses the rebranding of Chase Vodka. Chase Vodka was sold for £40 million on the condition that it be renamed, as its previous name was seen as too associated with snacks. To reposition the brand, the document examines Chase Vodka's brand values of quality produce from its farm, provenance and pedigree. It analyzes the brand's design and packaging to evaluate if the rebranding achieved its goal of communicating these values to urban consumers. The rebranding was successful, with Chase Vodka winning awards and expanding its output, product range and global markets.